Wellness Highlights New Safeway Store

Safeway store #2856 in Pleasanton, Calif., features a number of health and wellness elements that reinforce the retailer’s commitment to whole health. The store’s proximity headquarters makes it a corporate “sandbox” store where executives can tinker with and test new products, programs and services.

See captions at upper right.Photos by Kristen Loken Captions by Robert Vosburgh

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Safeway store #2856 opened in November 2011 and measures approximately 58,000 square feet. The store is assigned to the Northern California division, and is located three miles from corporate headquarters at the intersection of Bernal and Valley avenues in Pleasanton, Calif.

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The store incorporates a traditional set taken from the chain’s lifestyle format, which uses mixed architectural details, varied flooring and lighting schemes that emphasize the products.

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Safeway’s “Ingredients for Life” theme is alive and well at the store. The slogan is built around the foundation of freshness, convenience and wellness.

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Safeway’s organic produce gets special treatment with bulk items merchandised in a segregated display. On any given day, Safeway will offer up to 120 organic fruits and vegetables, depending on the season and the market.

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The SimpleNutrition labeling program was unveiled in February 2011 and identifies nearly two dozen nutritional or ingredient benefits, covering a broad scope of needs, ranging from organic and gluten-free to “Good Source of Folate” and “Lean Protein.”

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The Bernal store employs a segregated display devoted to shelf-stable gluten-free products. Wood shelves are used to call out the items, which include baking mixes, cereals and snacks. SimpleNutrition tags highlight gluten-free choices throughout the rest of the store as well.

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A unique merchandising scheme found at the Bernal Safeway is a section called the Active Zone. Here, sports beverages, bars and weight-control powders share shelf space with dietary supplements. A refrigerated merchandiser is also part of the section.

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The meat department showcases several of Safeway’s wellness-oriented private labels, including “O” Organic and Open Nature. Poultry is available under both, and is also offered under the Eating Right brand.